Heir Looms · Vintage & Antique Rugs

Business & SEO Analysis

Two views of the same store: what the Shopify records reveal about the money, and what search engines see about your visibility online.

💵 Methodology — cash-collected only (tap to expand)
Counts only paid orders (money actually received): 2,833 orders / $8.47M net cash ($8.67M gross before refunds) across 2018–2026. Excludes 52 pending ($319k) — matches the owner's note on units lent out and marked sold — plus 70 fully-refunded ($114k) and 81 voided ($533k). 2026 is year-to-date (marked *).

Report 1

Sales & Revenue — what really happened

$1.03M
Revenue 2025 (cash)
-49% vs 2022
192
Paid orders 2025
-63% vs 2022
$5.4k
Avg order value 2025
+38% vs 2022
54%
From trophy pieces 2026*
was 8% in 2021
Net cash by year — Core business vs Trophy pieces ($)
Paid orders by year — Core vs Trophy pieces (# units)
Average order value by year

▪ Revenue peaked in 2022 ($2.01M) and has declined since, but the average order keeps rising (from $2,381 in 2021 to $5,365 in 2025). They sell fewer pieces at higher prices.
▪ Risk: trophy pieces (>$20k) grew from 8% of revenue in 2021 to 54% in 2026* — the business increasingly leans on a handful of large sales.

Where the decline lives — by price tier ($ net cash, 2021 vs 2025 last full year)

Accessible (<$5k): $894k → $152k (-83%) · 616 → 122 orders (-80%). This is where the entire decline lives.
Premium ($5k–$10k): $382k → $267k (-30%).
High-end ($10k–$20k): $246k → $311k (+26%).
Trophy (>$20k): $132k → $300k (+127%) · 5 → 9 orders.
▪ The upper tiers are NOT the problem — everything ≥$5k is flat-to-up, and trophy sales more than doubled. The whole decline is the accessible tier collapsing 83% — recovering that shopper is the single biggest growth lever, and it also reduces the growing dependence on a handful of trophy sales.

Report 2

Customers & Products

📅 This section covers 2026 year-to-date only. Customer counts, repeat behaviour and categories are measured on 2026 paid orders. The all-time table is included for context.
59
Paying customers 2026
14
Repeat customers 2026 (24%)
$261k
Revenue from repeat 2026
40% of total
$647k
Cash collected 2026
90 orders

▪ In 2026, 14 of 59 customers already repeat (24%) and generate $261k (40% of revenue) — the design-trade repeat base carries the business. Most are interior designers buying again and again, not one-time retail.

Top customers — all time
CustomerRevenueOrders
Sarah Ostreicher$381,54430
Garcia Haley Design$316,52220
McCann Design Group$254,50225
Anne Mcdonald$210,09328
Caitlin Flemming$158,50636
Kaitlin Chamblin$150,17733
Ellen Kavanaugh Interiors$147,35226
Maddison Gambrel$119,9391
Top customers — 2026
CustomerRevenueOrders
Danielle Darah$88,5601
Ellen Kavanaugh Interiors$77,0928
McCann Design Group$52,4102
Whitney Baldwin$45,7243
Helen Bergin$43,2001
Nikki Levy Interiors$33,2192
Sarah Ostreicher$27,6971
Kathleen Birmingham$27,5591
Product categories — 2026 (year-to-date)

Categories derived from product titles — the Shopify catalog has no category field (product_type blank on 100% of items), so these were reconstructed from rug names.

▪ Persian / Oriental designs drive the business — $472k (61%) — followed by Custom / Hand-made commissions (25%).
▪ Data-hygiene gap: with no real category tags, on-site search, collections and shopping feeds all run blind. Tagging the catalog unlocks better merchandising and acquisition.

Report 3

Web traffic & attribution — last 12 months

17,979
Sessions (12 mo)
1.0%
Blended conversion
70%
Direct / untagged
too high
2.9%
Email conversion
best channel
Sessions & conversion by month
Traffic by type — volume & conversion

Bar color = converts: sage ≥1%, gold weak, red ~0%. Hover for exact share & conversion. Source: Shopify online-store analytics.

▪ Direct converts (1.39%) and carries the store — design-trade buyers who come straight to the site (mirrors the repeat-revenue finding).
▪ Search brings 2,844 visits but converts 0.04% — unqualified/informational, not buyers.
▪ Social (1,924 visits) converts 0.0% — pure awareness.
▪ Email is the best converter (2.9%) but switched off (34 visits/yr) — the biggest untapped lever for a repeat design base.

🔎 Attribution audit — not set up correctly. 70% of sessions land as "Direct/untagged" (healthy stores run 20–40%). Untagged Instagram links, email clicks, DM/WhatsApp "dark social" all collapse into Direct — so Social & Email look smaller than they are. Also 546 bot/spam sessions inflate the numbers. Fix first: UTM-tag every link, add GA4 + channel tagging, exclude spam referrers.
📎 Appendix — 2026 data integrity (why cash-only)
For 2026 year-to-date we count only money received: 90 paid orders / $647k net cash. Excluded: 13 pending ($91k) — the lent-and-marked-sold inventory the owner described; 3 fully-refunded ($20k). Counting these would overstate sales and distort stock.

Executive Summary

Where the money is & how to grow

5 Growth Opportunities

The product and brand are not the problem — the gap is customer acquisition. That's exactly what the SEO Analysis tackles →

Source: Shopify Admin API — paid / cash-collected orders only, 2018–2026 (2026 YTD). Net cash = order total minus successful refunds. Prepared for Heir Looms · Rugs.

SEO Analysis

Organic visibility, technical health & the fastest paths to more traffic

heirlooms.co has something most competitors envy — genuine editorial authority (Architectural Digest, House Beautiful, ELLE Decor, Domino). But that authority is wasted on a catalog Google can barely see: ~80% of pages aren't indexable, product pages are thin, and the store ranks for almost no buyer-intent searches. Nearly every problem is a fast, well-understood fix.

29
Overall Health /100
38
Content
20
Authority
!
Technical*
1,419
Open Issues

*Technical scored low largely because indexability & Core Web Vitals signals are blocked/degraded — see the audit below. 163 ranking keywords · ~218 referring domains.

★ Top 5 Fastest Wins

Ranked by impact ÷ effort. Items 1–4 are mostly configuration & content you can ship this week.

1Rescue the catalog's indexability1–3 days

82 of 102 crawled pages are flagged Not Indexable, and 5 key pages are missing from the sitemap. Most of the product catalog isn't even eligible to appear in Google.

Do this →Remove stray noindex/canonical conflicts on collection & product URLs, add products to the sitemap, submit in Search Console.
Payoff →Unlocks the entire inventory for ranking — the single highest-leverage fix.
2Unique description + meta for every productReady now

43 pages have no meta description and product pages show thin, near-duplicate content — so they earn almost zero organic traffic (the homepage alone carries 128 of ~296 monthly visits).

Do this →Deploy the unique, image-based product descriptions already generated (883 in-stock rugs) + auto-write a 150-char meta description per page.
Payoff →Turns ~880 dead product URLs into individually rankable, higher-CTR pages.
3Fix image SEO — ALT, compression, WebP2–4 days

99 images have no ALT text, 94 exceed 100 KB, and 99 use dated formats. This forfeits Google Images traffic and slows every page (speed is a ranking & conversion factor).

Do this →Bulk-add descriptive ALT text (rug type · origin · colors — same vision pipeline) and enable Shopify WebP/compression.
Payoff →Opens Google Images as a discovery channel and lifts Core Web Vitals.
4Add Product schema + unblock AI crawlers1–2 days

Product/Offer schema is missing (no price/availability rich results), and robots.txt currently blocks LLM crawlers — making the store invisible to ChatGPT, Perplexity & Google's AI answers.

Do this →Install Product schema (price, availability, images) sitewide and remove the LLM-crawler block from robots.txt.
Payoff →Rich snippets raise CTR; AI visibility becomes a new referral channel.
5Push page-2 terms & capture buyer intent3–7 days

58 keywords sit on page 2–3 (positions 11–30), and the store ranks for virtually zero transactional queries — a fatal gap for e-commerce.

Do this →Rewrite homepage/collection titles & H1s toward commercial terms (vintage/antique + rug type + size); build collection pages for high-intent categories.
Payoff →Moves near-miss rankings onto page 1 and starts capturing ready-to-buy searches.

Organic Visibility

What the site ranks for — and the page-2 opportunity

Ranking positions (163 keywords)

Only 10 keywords reach page 1. 58 sit at 11–30 — the "striking distance" zone for the fastest gains.

Search intent of traffic

An e-commerce store capturing zero transactional search traffic leaves its highest-value visitors on the table.

Organic traffic trend (est. monthly visits)

Volatility this large on a small base usually signals unstable indexation — pages dropping in and out of Google — reinforcing Fix #1.

Technical Health

1,400+ issues across 102 pages

Indexability crisis: of 102 crawled pages, only 18 are indexable — 82 are not. Combined with 5 important pages missing from the sitemap, this is why the catalog underperforms despite strong backlinks. Fix this before anything else.
Top technical / on-page issues (by pages affected)

Backlinks

Real strength — used well, this is a moat

The store has earned genuinely high-value editorial links most rug shops never get. Lean into this — pitch more shelter/design press.
Authority backlinks
PublicationDomain Auth.
Architectural Digest31
ELLE Decor19
Food5217
House Beautiful16
Domino13
Jenni Kayne / Rip & Tan12
Studio DIY11
Modern Luxury10
Toxic links to disavow

A visible slice is spam directories & link-scheme domains dragging on trust. Action: file a Google disavow — low effort, protects the domain.

takes.sbswants.cfdknows.sbsway2check.cvseodomains.websitelinksnatcher.comblinks.monsterwebsitescrawl.artgoooogla.com

Competitive Landscape

The headroom to aim at

Est. monthly organic traffic — Heir Looms vs direct competitors

loomandco.com (~1,641) & heirloombk.com (~1,002) show the ceiling: comparable inventory, but their product/category pages are indexed and content-rich. The gap is executional, not authority — which Heir Looms already has.

Head-to-Head — Heir Looms vs Apadana

A close rival (Shopify rug store, same antique/vintage niche) — and the clearest proof of the thesis

Metric-by-metric — Aug 2026 (live pull)
MetricHeir LoomsApadanaGap
Ranking keywords163855 ◄5.2×
Est. monthly organic visits~296~1,110 ◄3.8×
Keywords on page 1 (top 10)10136 ◄13.6×
Referring domains~218319 ◄1.5×
Backlink quality◄ Editorial — AD, ELLE, House BeautifulBlog-networks & directoriesHL ◄
Collection pages ranking in Google (w/ traffic)010 ◄+10
Blog / guide pages ranking (w/ traffic)08 ◄+8
Pages in Google's index (all URLs)~2,885~4,492 ◄1.6×
Pages that actually rank (pull search)29 (~1%)143 (~3%) ◄4.9×
Transactional (buyer-intent) traffic0~3~tie

◄ marks the stronger side. Gap = how many times ahead the leader is (×), or the absolute lead (+N) when one side is zero. "Collection / blog pages ranking" = category & guide URLs that actually pull organic traffic (not just exist). Indexed ≠ ranking: both stores have thousands of URLs in Google's index, but most are pagination / params / dead pages that earn no traffic — only ~1% (Heir Looms) vs ~3% (Apadana) actually rank. Apadana data pulled live, Aug 2026 (Google organic + backlink index).

Read this carefully — it's the good news. Apadana pulls roughly 4× the traffic today, but not because they out-rank Heir Looms on authority — the opposite is true. Heir Looms' backlinks are objectively stronger (real design press — Architectural Digest, ELLE Decor, House Beautiful) vs Apadana's spun blog-networks and low-DA directories. Apadana wins on execution alone: their collection pages are indexed and ranking, and a simple blog of care/how-to guides quietly harvests informational traffic every month.
What this means: Heir Looms is losing to a weaker-authority competitor purely because its catalog is invisible to Google (Fix #1) and it publishes no content. Close that executional gap — index the catalog, add unique descriptions, start a lightweight guide blog — and Heir Looms' superior authority gives it a higher ceiling than Apadana. One shared weakness stands out: both stores capture almost zero buyer-intent traffic. Whoever builds high-intent collection pages first takes that lane outright.

Roadmap

Prioritized 30 / 60 / 90 days

WindowFocusActions
0–30 daysGet seenFix indexability & sitemap · deploy unique product + meta descriptions · unblock AI crawlers · disavow toxic links
30–60 daysGet faster & richerImage ALT + WebP/compression · Product schema sitewide · rewrite titles/H1s · internal-linking pass
60–90 daysGet buyersBuild high-intent collection pages · buying guides by rug type · earn 3–5 new editorial links · re-audit & track

Keyword Targeting Plan

Grounded in real <$10k sales · brand-safe (no "Persian") · sorted by volume ÷ difficulty

The searches to build collection pages & content around. Every theme maps to what actually sells under $10k (vintage/antique, Turkish & Oushak, Oriental, Moroccan, Kilim, Heriz/Tabriz, runners). Per the owner's brand-safety note we avoid the word "Persian" (geopolitical / ad-account & PR risk) and use equally-searched, lower-competition alternatives — chiefly "Oriental" and specific weave/region names (Oushak, Tabriz, Heriz, Anatolian) that carry no political flag. Vol = est. monthly US searches · KD = keyword difficulty 0–100 (green ≤15 easy · amber 16–35 · red >35 hard). Live data, Aug 2026.

🦄 Tier 1 — Quick wins (high volume + low difficulty). Start here.
KeywordVol / moKDWhy it fits
oriental rugs18,1005The safe #1 replacement for "persian" — huge volume, tiny difficulty
oriental rug18,1009Same intent, singular
oushak rug / oushak rugs9,9006A top real seller; exceptional difficulty-to-volume
moroccan rugs9,90011Real seller; plural far easier than singular (KD 40)
anatolian rug9,90012Turkish region — brand-safe, low competition
tabriz rug8,10012Weave/style name (no "persian" word); in their catalog
gabbeh rug1,90011Tribal weave they carry
turkish oushak rug1,0007High-intent long-tail buyer
antique oriental rug3207Easy, transactional, on-brand
✅ The owner's "Asian" cluster — validated, brand-safe umbrella, all low difficulty. Good instinct: "Asian" carries no political flag and every term is easy to rank. Modest volumes but genuine quick wins; best of the set is the transactional one.
KeywordVol / moKDNote
asian rugs for sale1,30011Best — buyer intent + low KD
asian wool rugs8809Material + safe umbrella
asian rugs59018Category anchor
vintage asian rugs3208Matches their vintage focus
Tier 2 — Strong, build next (good volume, medium difficulty)
KeywordVol / moKDWhy it fits
turkish rug9,90026Core seller category
kilim rug / kilim rugs8,10039Flatweave they sell
neutral area rug3,60034Design-buyer intent, on-trend
heriz rug2,40024Style name (safe); in catalog
vintage oushak rug1,90025Vintage + top seller
antique rugs1,90033Their positioning
vintage turkish rug1,60019Vintage + Turkish
Tier 3 — High-volume, long-term (big traffic but harder — need more authority/content first)
KeywordVol / moKD
runner rug33,10070
wool area rug27,10079
large area rugs22,20070
9x12 / 8x10 area rug22,20063
rugs for sale14,80044
vintage rugs12,10052

Runners are a real seller (477 orders <$10k) so runner rug is worth pursuing once authority grows — pair with easier long-tails first (e.g. "vintage runner rug", KD 51).

On "Persian" (the word to avoid): the data confirms the caution is low-cost. persian rug has the biggest volume (49,500) but KD 44 (not easy) — it fails the unicorn bar (super-high volume and low difficulty and safe), so it's excluded. The only borderline term is persian rugs for sale (2,900 vol · KD 6 · transactional) — low difficulty and buyer-intent, but volume isn't "super-high," so per the brand-safety rule it's left out by default. Shown only for transparency — owner's call. Everything above captures the same buyers using "oriental" and specific weave names, at equal-or-higher volume and lower difficulty.

Sources: Google organic search data, full-site technical crawl audit & backlink index — collected Aug 5, 2026. Keyword volume & difficulty pulled live Aug 2026; keyword themes anchored to Heir Looms' real paid orders under $10k (2,273 orders / $4.7M). Health scores are directional (technical & UX signals were partially degraded by the indexation issues above). Figures are planning estimates, not guarantees. Prepared for Heir Looms · heirlooms.co.

Action Plan

First 4 weeks — projects to grow high-ticket sales

🎯 Goal: more digital sales in the $5k–$10k and $10k–$20k range

Every project drives that number. Check off actions, change status, log blockers and schedule dates — your progress is saved in this browser. Use Export to back up or share the plan.

Internal working plan · Heir Looms · Rugs. Data lives locally in your browser (Export = backup/share). Weeks: W1 Aug 17–23 · W2 Aug 24–30 · W3 Aug 31–Sep 6 · W4 Sep 7–13.

Apps & Costs

Shopify apps on the store — track spend & find savings for Ads

Costs are estimates (typical Shopify pricing). Edit each with the real number from Shopify → Settings → Billing → Subscriptions. Set Paid and tick Cancel? to see monthly savings. Saved in this browser.
AppCategory / noteEst. $/moPaidCancel?

Apps detected via storefront + Shopify catalog. Exact billing isn't readable via API (Shopify hides third-party app charges) — confirm in Shopify Billing. Redundancy flag: two email apps (Omnisend + Klaviyo) = double spend.

SEO Progress

What we've shipped, what's in motion, and the score lift

Updated Aug 19, 2026. Foundation fixed and content engine started. OTTO SEO score 79 → 81 and climbing; title/meta tags now 100% optimized; 196 unique rug descriptions ready to publish.
81
OTTO SEO Score
+2 vs baseline 79
100%
Title + Meta tags
was 72%
94%
Schema markup
was 10%
196
Unique rug descriptions ready
was 0

Score & coverage — before vs now

MetricAug 17 (start)Aug 19 (now)Status
OTTO SEO score7981▲ improving
Title tags optimized72%100%✅ complete & live
Meta descriptions72%100%✅ complete & live
Open Graph (social)100%100%✅ clean (brand fixed)
Schema markup10%94%▲ near done
Meta keywords0%100%✅ complete
Image ALT text8%24%◐ in progress
Unique product descriptions (rugs)0196 ready◐ pending publish
Toxic backlinks disavow file—94 domains◐ ready to upload

OTTO seo_score and coverage %; brand voice corrected (removed "Exquisite" / "Rugs + Interiors" across titles, metas & social tags).

Timeline

Foundation → Content → Visibility

Aug 17 · Foundation
Fix what Google & AI see first
  • Corrected brand identity (Knowledge Graph) — removed "Exquisite" / "Rugs + Interiors"
  • Regenerated & deployed 96 title tags + 96 meta descriptions + 57 social tags
  • Drafted toxic-backlink disavow list
Aug 19 · Content & cleanup
Give thin pages real content
  • Generated 196 unique rug descriptions (from product photos, on-brand)
  • Finalized disavow (94 spam domains); verified indexability, canonicals & sitemap all healthy
  • Schema to 94%; audited Shopify apps for cost savings → Ads

✓ Done & live

  • Brand identity corrected
  • 96 title tags optimized
  • 96 meta descriptions
  • 57 social (OG) tags
  • Meta keywords 100%
  • Indexability verified

◐ In progress

  • 196 rug descriptions (ready to publish)
  • Schema markup (94%)
  • Image ALT text (24%)
  • Disavow (ready to upload)
  • App cost cleanup

Live working record. Detailed change log kept internally (SEO changelog + score log). Prepared for Heir Looms · Rugs.